To ensure measuring viewability is objective the classifications for viewability are defined by the IAB. The Interactive Advertising bureau (IAB) defines a viewable impression as an ad that meets the following criteria:
For in-stream video ads, 50% of the ad’s pixels must be visible in the browser window for a continuous 2 seconds:
However, there are some factors that affect Viewability:
Why is Viewability Important?
Value For Advertisers:
For Advertisers, viewability is one of the most important metrics to analyze. Viewability is important in video advertising as it helps advertisers to measure the effectiveness of their campaigns. In other words, if an ad is not viewable, then it is unlikely that the user will actually see it, and therefore, it is unlikely to have any impact on their behavior. This would be a wasted campaign.
Value of good Viewability for Publishers:
In the Adtech ecosystem, Advertisers depend on Publishers for them to deliver their ads and use their inventory. In return, Publishers generate revenue. Publishers want high quality brands to advertise using their inventory. For Publishers to consistently have high quality ads utilizing
their inventory, they need to withhold high viewability rates.
High viewability rates also indicates high revenues for Publishers as the ads are in view for a long period of time.
Ways to Improve Viewability:
Content & Viewability:
Content and Viewability are significantly linked, as content can be a reliable way to improve ad viewability. Here is how: